ITC Insights 2024 Consumer Insights On Probiotic Users
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ITC Insights 2024 Consumer Insights On Probiotic Users
The 2024 ITC Insights Consumer Supplement Survey was fielded from February to March 2024 and analyzed by the Industry Transparency Center.
The survey includes over 4000 supplement consumers ages 18+ in 6 countries: US (1000), UK (500), DE (500) IT: (500), KR: (500), AU: (500), IN: (500). Probiotic users range from 80% in India, to 70% in the US, to a low of 54% in the UK and Germany.
The survey provides insights into supplement user buying behaviors and priorities, including familiarity, usage patterns, purchase drivers, branded ingredients and the importance of values like trust, transparency and sustainability.
